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Communicating visions inspires followers’ efforts by imbuing collective objectives with meaning, but it is not clear how leaders achieve this motivating effect. We argue that central to motivational influences of leaders’ vision communication is a match between the motivational appeal in communication and followers’ values. We test this proposition by focusing on followers’ individualism–collectivism as moderators of the effectiveness of motivational appeals that are anchored in either personal interests (a match with individualistic values) or obligations to the collective (a match with collectivistic values) to inspire creativity in pursuing vision. From a vision–values match principle, we predict that communicating visions with a personal interest appeal inspires more creativity among individuals with stronger individualistic values by engendering followers’ meaningfulness, and more so for vertical than for horizontal individualism whereas communicating visions relying on an obligation appeal is more effective for individuals with stronger collectivistic values, and more so for horizontal than for vertical collectivism. Results of an experiment ( N  = 115) and a field study ( N  = 304) were largely consistent with these propositions. We discuss broader implications of the vision–values match principle.

Vision–value match: leader communication of visions, follower values, meaningfulness, and creativity